The Importance of Branding in Marketing

Literature review As more people focus on brands rather than products, brands become an important element of customer selection (Carroll, 2008). When a customer trusts the brand, it creates a profit for the manufacturer. First, brands may be used by products as tools to identify and distinguish between products. Second, brands help companies build a competitive advantage (Bick, 2009). Therefore, the organization pays more attention to the brand.

Many studies include the importance of brand marketing. However, the marketing conditions are constantly changing, and customer needs and preferences are changing. Therefore it is important to incorporate research into the concept of branding and provide the latest insight into that concept. Current research is aimed at exploring the role of brands that influence customer purchasing decisions. A wide sample of respondents will be surveyed. This is aimed at understanding the relationship between brand and consumer purchasing decision. The premise to test is as follows.

The brand is very important under current market conditions. Today, the number of companies using brands as a way to market products is increasing, so you need to understand the role and importance of the brand in the market. Therefore, in order to better understand this research, BMW will be a case study of one of the largest brands in the industry. This survey will focus on BMW's brand management strategy and how BMW can contribute to the company's success. In addition, we focus on the impact of consumer purchasing behavior and brand management strategy. It also provides BMW's existing brand loyalty program and the effectiveness of such programs.